Developing Marketing Strategies for CHERY and EXEED products in KSA, including branding, product positioning,
communication strategy, and execution plans that include events, sponsorships, media and PR management, and seasonal
campaigns aligned with the growth and market share plans.
§ Customer journey mapping and experience development across Sanabel modern motors network, including showrooms,
service centers, and digital touch points.
§ CRM strategy and operations management to maximize team efficiency and improve lead quality and conversion rates.
§ Plan and execute research and market intelligence-related activities.
§ Leading the marketing team, defining success criteria (KPIs), how they will be measured, and ensuring measurement.
§ The OEM relationship management and alignment.

General Manager, Toyota Brand, and Communications for Abdul Latif Jameel Import and Distribution Company Ltd, July 2021 –Present
§ Participated in developing Take on Tomorrow (TOT 2.0) Toyota communication strategy and MARCOM communication
cleanser for 2022 to meet agreed retail sales targets.
§ Launched Hilux GR-Sport for the first time in the KSA market across different online and offline channels resulting in 110%
sales target achievement in the first month.
§ Led the development of the communication assets for commercial vehicles to range through collaboration with creative and
production houses across different time zones. Assets recognized and recommended by Toyota Motor Cooperation (TMC)
to other dealers across the Middle East region.
§ Launched the 70th-anniversary campaign for the Landcruiser range to celebrate the heritage of this remarkable brand, topof-mind recalls, and brand health witnessed an improvement of 2% YTD.
§ Developing Marketing Communications for Toyota products and after-sales services in KSA, including branding, product
positioning, communication strategy, and execution plan.
§ Define success criteria (KPIs), how they will be measured, and ensure measurement.
§ Undertake the post-campaign evaluation through tracking research and provide recommendations for future activity.
General Manager, Marketing for Abdul Latif Jameel Body Works and Paint, Jan. 2015 – July 2021
§ Developing and maintaining the right marketing strategies to meet agreed retail sales targets.
§ Effectively plan and direct the creation and execution of all after-sales marketing activities, overseeing the marketing
budget, four- team members, and 10 service centers throughout the Kingdom of Saudi Arabia.
§ Achieved 85% of YTD targets by designing and implementing an engaging annual marketing plan.
§ Crafted the most successful pricing strategy and sales promotion in the company’s history, which generated a record
increase of 27% in center footfall and 15% growth in sales revenues.
§ Developed and launched a new after-sales service brand, “autohub®,” offering various services across all car brands at all
service centers in Saudi Arabia.
§ Managed the customer's experience development project using the heartbeat® methodology:
- Conducted Customer Studies and Surveys to map and design the new multi-channel Customer Experience (Retail,
Digital, CRM, Call-Centers, Website, People Training, and IT solutions).
- Constructed with cross-company business lines initiatives to correct customer “pain points” and lead to the
transformation of customer journeys.
- Deployed new customer experience service model blueprint.
§ Launched new body and paint social media channels and originated the social media strategy for all platforms.
§ Collaborated with internal and external stakeholders (legal, finance, marketing agencies, social media influencers, etc.) to
review contracts and SLAs.
§ Earned the Service Performance Award for consistently initiating productive and profitable contributions to after-sales
marketing.
Product Manager, Toyota & Lexus Marketing for Abdul Latif Jameel Retail Company Ltd: Jan. 2013 – Dec. 2014
§ Participated in developing the Extended Warranty Service, generating a 21M SR net profit by covering 3,869 Lexus vehicles
in the first patch while handling all service launching campaigns and events that supported the brand image.
§ Achieved a 15% discount on insurance rates through intense and complex negotiations with insurance vendors from Spain,
the Kingdom of Saudi Arabia, and the United Arab Emirates.
§ Fulfilled special assignments, including collaborating with Carlisle Consulting Company on new pricing strategy projects.
§ Increased parts sales revenue by 8% through developing and distributing new campaigns and incentive strategies across
Abdul Latif Jameel parts dealers.
Marketing Specialist, Toyota After Sales Marketing for Abdul Latif Jameel Retail Company: Dec. 2010 – Dec. 2012
§ Assisted with designing and implementing annual marketing strategies using comprehensive awareness and understanding
of current market trends.
§ Led the launch of the Gold Campaign, which achieved a 40% average increase in footprint across 46 service centers with a
7M SR budget and was later shared globally as a best practice with all other Toyota dealers.
§ Developed and directed the Marketing Skills training program to optimize the performance of 260 frontline staff.
§ Created the Toyota Service Saudi Facebook page to become the top-ranked automotive page in the Kingdom of Saudi
Arabia.
§ Successfully negotiated with Toyota Motor Corporation to utilize and reimburse maximum support for all incurred expenses
across registered global campaigns more effectively.
§ Generated 13% growth over the previous year and scored 96/100 by strengthening Toyota value chain initiatives for Abdul
Latif Jameel Motors Company.

Released new products into target markets under the SEASTAR and SWISSCHOICE brands, increasing market share by 4%.
§ Developed and launched DANA, a new brand with seven different processed chicken products, gaining a 9% share of the
target market in the first year.
§ Increased online engagement by 35% while diligently managing CMS and website projects for the holding company.
§ Secured 5 new agreements to launch products in new markets as the company representative at the HACE Dubai Expo in
2009.